Conversations That Can Convert
The TwoTen team received insight from serial entrepreneur Tom Wolf regarding the idea of selling a perspective, product or business. Read the following article to find out why Tom says sales of any kind don't have to be infused with pressure or weighed down with lies...
As I have worked with Christian coaches, counselors and solopreneurs, I have found that the idea of selling is very unappealing to them. Most people think of sales as manipulative, pushy, and even unethical! This paradigm comes from being on the receiving end of aggressive selling techniques used to make someone buy something they didn’t really need. the problem is that coaches, counselors and solopreneurs have to sell to build a business, and we are all selling something. So, how do we sell in such a way to avoid being pushy, manipulative and unethical yet still produce results? I have developed an approach which has taken the negativity out of the process, and has removed all the pressure from the seller.
A New Kind of "Sales"
First, we need to start with a new definition of sales. I like to define sales as “an exchange of information in order to determine if a product or service can meet the needs of a prospect.” Let’s break this definition down. “An exchange of information” means that both parties are giving and receiving information. The seller should be listening 80% of the time while the prospect should be doing most of the talking. The seller should ask pertinent and probing questions in an attempt “to determine if the product or service meets the needs of the prospect.” Here the concept of “meet the needs” is crucial. The seller must be skilled at asking relevant questions to determine a need or identify a blind spot where a need may have been overlooked. Excellent questioning and listening skills are necessary for this sales strategy to be effective.
Identify Needs
Once a need has been identified and agreed upon by both parties, the process can continue. If there is no agreed upon need or pain, then there is no motivation for action; no justification for going forward; no value in making a purchase. If there is no reason to buy, the process can stop. No games, no manipulation, no pressure, and everyone feels in alignment with their values. If a need is identified and value justified, then it is the salesperson’s role to provide information in order for the prospect to evaluate the solution. It is the prospect’s role to review and analyze the information provided and to make an “informed choice.” Two elements are important at this point. The first is that most people need help making an “informed choice.” This is part of the sales person’s role. Second, the prospect is responsible for making a choice which is either yes or no. They are the only two choices!
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